Abstract
The approach of virtual travel community provides a unique platform for both tourism service providers and travellers in exchanging travel information. Virtual travel communities are a powerful platform for tourism information sharing. However, the mounting information sharing within online communities may have an adverse impact on the consumers. Thus, the objective of this study is to explore how information quality in virtual travel community determines consumers' stickiness intention. The empirical data were collected from 255 consumers who have experienced reading or joining any virtual travel communities. This research used the four dimensions of information quality. The result of the study shows completeness, timeliness and information presentation significantly related to the online stickiness intention towards online travel community. The finding will serve as an important basis for researchers and online travel agencies management to understand consumers' stickiness intention and to further formulate information quality to improve traffic to their website.
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